From a digital marketing point of view, there is a significant difference between an electronic newsletter and an electronic campaign. In short, an electronic campaign is more focused on communicating a single message with a specific call to action whereas an electronic newsletter will focus on a number of topics and is more centered on educating and informing clients, which in turn, builds rapport and loyalty.
Newsletters present firms with a great opportunity. When you offer your readers real value, they will reciprocate by offering you a slice of their attention. It therefore makes sense to keep newsletters separate from your campaigns.
A good newsletter will include the following:
- Added value articles which informs the client about subjects they may be interested in. This provides links back to the website where they can read the complete articles – thereby spending more time on your blog.
- Information them about upcoming events that may be of interest and that your firm is involved in.
- Announcements on a new service you are introducing.
- Testimonials from a recent client you have worked with or a case study.
- Ways that people can connect with your business on social media so that you can maintain engagement.
- Good call to actions that tell the readers what to do next i.e. read more here, register here, to learn more etc.
When creating this content, you need to be focused on giving your clients information that informs, entertains, adds value and ultimately answers their questions.
A successful marketing campaign, on the other hand, is well-thought-out, focused on details and embodies the following characteristics:
- Clear and single-minded. The core message, regardless of the media platform, is easy to understand and based on one core insight.
- Relevant. When exposed to the campaign, people in the target audience feel that ‘’It is for people like me.’’
- Tangible. The call to action is clear, so people know right away what you are asking them to do.
- Emotional. In most cases, information alone is not inherently motivating. Effective campaigns appeal to people’s emotions as much if not more than their rational side.
Campaigns that are clear, relevant, action-oriented, and emotional are more likely to have the desired effect—in most cases, to influence people to change a behavior that benefits themselves, their families, or their community. Here are some key numbers to remember when embarking on an electronic campaign:
40 percent of the impact of the campaign comes from sending it to the right client database in the first place.
A well develop and segmented mailing list is vital. Segmentation is the process of dividing a market segment into distinct manageable groups of clients that are likely to behave in a similar manner or share a similar set of needs or characteristics. Audiences are influenced in different ways by different types of content. If you offer numerous service, or are targeting more than one group, then it makes sense to divide your audience into small segments so that you can market specific services to specific groups, or craft your message to suit the characteristics of the different segments. Although segmenting your list takes more time and effort, it does not need to be a daunting task. Even the most basic segmenting will result in significantly higher conversion rates.
40 percent comes from the value of the offer.
The engagement process can begin when you offer something of value to the client. By giving clients something that they deem to have worth, you are building trust from the beginning and positioning yourself as an authority figure. Ask for something in return. Sometimes you might want to provide something of value to clients in exchange for submitting some simple information that can be used to build your marketing list.
20 percent comes from the design or writing of the piece
. A campaign is normally in a different format than your newsletter. You need to create a direct message with a strong offer that will spur the recipient to action. What do you want the recipient to do next? Your goal is to get action and not just to inform. You can get creative with catchy wording and graphics. Your goal is to get the reader to respond.
Lastly, always remember to analyse the results of the campaign. Here are a few important questions to ask: Did the final results match what you expected? What parts of the demographic responded better than expected? Are there subsets of your target audience that you can focus on in future mailings?
Where newsletters aim to increase awareness and strengthen positioning, every campaign you run aims to contribute not only to your turn over figures but also to enhancing your client database. Using both as part of your marketing plan, will surely benefit your overall marketing ROI.
This article is a general information sheet and should not be used or relied on as professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein.